Do you know what your customers
value? Are you sure? Customer
intelligence used to be based on
some relatively simple heuristics,
built from focus groups and
surveys. These were proxies for
real, individualised data about
consumer behaviour, and the
results were pretty hazy. Now,
technology advances have given
businesses access to exponentially
more data about what users
do and want. It is an amazing
opportunity for whomever
can use analytics to unlock
the information inside, to give
customers what they really want.